Mintel has just published a comprehensive study on the “Lifestyles of Baby Boomers – US” now available for download at the princely sum of US$3,995 here.

In terms of decision making drivers, the report concludes that quality and value more important to Boomers. (Wouldn’t pay $4k for that).

However, there’s some really interesting facts and figures publicly available in the ‘Table of Contents’ as follows:

SEGMENT SIZE AND DEMOGRAPHICS

• Boomers make up 26% of the U.S. population in 2009
• Majority of Boomers are white
• Younger Boomers have highest household incomes
• About half of Baby Boomers attended or graduated from college
• Most Boomers (65%) are married and homeowners
• Almost 80% of Older Boomers live in households of two or less; 89% with no children

ETHICS AND TIME MANAGEMENT

• Time is valuable
• Some 41% of Boomers planning for or in retirement
• Like all adults in 2009, Boomers are grocery shopping for value at Walmart
• Older Boomers spend less than average on weekly groceries
• Best Buy leads electronics stores for Boomer purchases, but Walmart is popular too
• Home Depot number one home improvement store among Boomers; Lowe’s close number two
• Walgreens leads drug store chains among Boomers and all adults
• Little loyalty for convenience stores

ONLINE ATTITUDES AND BEHAVIOR

• Boomers use internet more for information, less for entertainment
• Nearly 60% of Boomers like to learn computer tech
• Some 62% of Baby Boomers have made an internet purchase
• More Older Boomers purchase prescription drugs
• Younger Boomers spend the most on internet purchases
• Older Boomers more likely to pay for internet orders with credit cards
• Older Boomer fear of identity theft could reduce credit card use on internet

HEALTH AND MEDICINE

• Health and wellness are important to Older Boomers
• Older Boomers gather health information from their doctors primarily but also research treatments on their own
• Older Boomers rely on doctors more than younger adults
• Boomers are willing to challenge a doctor’s recommendation
• Sick Younger Boomers are more likely to go to work

PERSONAL FINANCE

• Only 8% of Baby Boomers feel very secure about current financial situation
• Most Baby Boomers are really feeling the recession
• More than half of Boomers have little disposable income and need to save
• Older Boomers take advantage of opportunities to save and earn
• Older Boomers’ credit card use is higher than Younger Boomers’
• Investment ownership higher among Baby Boomers than all adults
• Almost 90% of Older Boomers carry health/hospital/life insurance

LEISURE ACTIVITIES

• Some 61% of Older Boomers say listening to music is top leisure activity
• Gardening is a leisure activity participated in by 42% of Older Boomers
• Family-style activities attract Younger Boomers; less so Older Boomers
• Older Boomers have more discretionary time than Younger Boomers
• Some 43% of Older Boomers exercise regularly; 46% of Younger Boomers
• Reading/purchasing books is a popular leisure activity among Boomers
• Traditional bookstores leading outlets as the main source for book purchases
• Roughly two thirds of Boomers and all adults attend live entertainment
• Younger Boomers/all adults play strenuous sports, unlike Older Boomers
• Summer (and winter) Olympics capture the interest of more Boomers
• Reach Younger Boomers through radio; Older Boomers via TV/newspapers

TRAVEL PATTERNS

• Older Boomers skew to more frequent domestic travel vs. younger adults
• More Older Boomer domestic travelers enroll in frequent guest programs
• Adults and Boomers prefer cars over planes for domestic personal travel
• Foreign vacation travel almost doubled among Boomers between 2006 and 2008
• Baby Boomers spend an average of $2,600 on foreign travel for vacation
• For foreign vacation destinations, Older Boomers play it safe
• Hotels and motels most popular for Boomer foreign vacation stay
• Boomers prefer U.S.-based airlines for foreign personal travel

APPAREL

• Boomers are not slaves to fashion
• A third or fewer Boomers dissatisfied with retailers/clothing about style, size, or price
• Walmart is the top retailer for apparel
• T-shirts among top clothing items purchased by both males and females
• The classic/traditional jeans brands of the 1960s and 1970s are still favorites of Boomers

FOOD AND DINING OUT

• Older Boomers claim to eat more healthfully than all adults in general
• Coupons only motivate about a third of Older Boomers to try new foods
• Less than a quarter of Older Boomers enjoy trying new drinks
• Boomers and all adults dine at family restaurants/steak houses an average of four times per month
• The majority of all Boomers and adults eat at fast food restaurants 14 or more times per month
• Lunch is the most common fast food meal occasion
• McDonald’s is number one with Older Boomers, but less fond of Domino’s, Pizza Hut and Taco Bell than younger adults

Now go and buy the report.